If you ever feel like you are “working yourself to death making content, yet nobody seems to care,” give this article a read. For anyone who feels a bit lost, it might spark some fresh ideas you can put to use. Recently, Meta shared an analysis comparing how effective professionally polished, step-by-step content really is when placed side by side with “Everyday Life” content, the kind of simple content that does not require much energy in the thinking and production process.
As it turns out, the data suggests that “simple content,” or “Lofi-Content” (to give it a fancier name), is the type of content that can attract more people and deliver a better return in the form of view counts. But the question is, “Are we living in an era where people consume junk content more than quality content?” Meta points out that people’s worldview when it comes to consuming information has started to change, thanks to the full-blown use of smartphones, or even the fact that brands want to capture people’s attention by creating content that can be shared quickly and more frequently, out of fear that their brand will be forgotten if it cannot carve out a space in the social world.
In fact, a survey by Ypulse found that 79% of social media users feel “bored of seeing pretty, polished images in advertising.” For marketers who are running out of tricks when it comes to creating content, this article brings you 5 content creation ideas drawn from Meta’s analysis, in case anyone interested wants to try adapting them to each situation.
Real people “telling real stories”
As mentioned above, social media users today are starting to feel bored of seeing nothing but perfection in advertising, because the perfection they see does not match the reality of most people’s lives. Simply put, most people are looking for content that communicates in a natural way and conveys a sense of friendliness. Stories told through a brand’s employees or real-life customers are bound to create narratives that are more credible, heartfelt, and authentic.
Understand the “language” of each platform
The “language” here does not refer to language in its literal, grammatical sense, such as Thai, English, and so on. Instead, the language here refers to the sense of understanding the behavior of users on each platform. For example, Twitter can be likened to a space for young people and fast-paced usage. Twitter’s function is that you can only type a message of around 200-plus characters and attach just a few images. A standout feature that serves as Twitter’s key is the use of # (hashtags), which lets readers follow content quickly, giving the timeline a “here today, gone tomorrow” quality. Creating content that ties into various trends is therefore something you should do if you plan to create content through the Twitter app.
Or take TikTok, the popular short-video sharing app, which is one of the most distinctive social media platforms. It limits usage to short clips of modest length (the latest update extends the maximum to 10 minutes). One thing you can feel from using TikTok is the smile and fun you get back instantly, because most of the clips shared on the platform are videos that are mainly fun or made for entertainment.
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In Meta’s research, it was found that 63% of people aged 18 – 34 today trust Creators to tell stories more than stories told directly by brands. Simply put, the way Creators tell stories about a product or service is something brands themselves cannot do. Of course, one of the advantages is gaining greater credibility with customers. However, brands should not adjust, cut, or tweak a Creator’s approach to content creation. They should let Creators follow the approach they are best at, so the brand gets the best possible results.
Break the ice with humor
Studies have found that brands that build humor into their content can reach a general audience more effectively. Producing content that plays along with social trends through humor is bound to lay a good foundation for helping break the ice between people and the brand. Many times you may see meme-style parody content or certain hashtags that go viral as funny moments and gain a great deal of popularity. So for brands that have never tried this approach in their presentation, we recommend giving it a try if you want to boost brand awareness, because fun content gets shared on social media much more easily.
That said, building too much humor into your content can produce poor results for a brand. As you can see, besides content that makes people laugh, there is also the kind of content that leaves people thinking, “What on earth?” So before creating this type of content, never forget to review it carefully first.
“Behind The Scenes” content
“Behind the scenes” stories are something that easily draws people in, because human curiosity has no limits. The desire to know about ideas, various inventions, or even everyday food and products, where they come from and how they were thought up, is something everyone wants to know, rest assured. The tip for creating this kind of content is that you must have a sharp angle! In other words, you must not make viewers feel like they have seen something like this before. On top of that, having interesting storytelling helps too, so that even content that might cover the same old subject can still feel fresh, because the fun in the telling is not the same, making it easier for those who come across it to engage.
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Relevant Audience is a company that provides Digital Performance Marketing Agency services, with the main goal of delivering digital marketing services that help businesses reach the target audience who are looking for products or services at the right time, place, and device, through various online channels. Our services cover Search Marketing, Social Media Ads, Search Ads, and SEO (Search Engine Optimization), all the way to Influencer Marketing, and we are also part of the Google Partners program.
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